2016 Winners & Shortlists

Creative Execution

On Twitter, Facebook and Instagram, #sharehappyhearts engaged the youth; educated and encouraged them to get their friends/ family checked at Aster. Engage We invited them to make/spot a heart, tag #sharehappyhearts and share with Aster. For each picture, Aster donated funds to a charity. Bahrain did just as asked to raise BD 1000! Educate We seeded the #sharehappyhearts threads with informative videos featuring Aster’s specialist. Where, he highlighted the symptoms & causes of heart diseases along with the prevention measures. To encourage them to get their friends and family checked, we promoted Aster's heavily discounted heart care diagnosis package.

#sharehappyhearts generated brand interest, trust & goodwill for Aster. It also generated a BD 1000 donation for the Royal Charity Organization in exchange of heart pictures shared online. Online results: 1. 8.2 million+ impressions 2. Reached 730K+ users in Bahrain 3. 43% fan growth 4. 11% increase in ER It also earned significant editorial coverage with front page headlines in leading weekly publications and coverage in all tier 1 English & Arabic newspapers. Business results: 1. Turnout of 2000+ people at the health camps 2. Sale of 500+ packages Seemingly simple, this campaign showed Bahrain that Aster cares for them.

We were to launch Aster's social media presence, generate brand awareness, increase online reach, generate sales, and build trust & goodwill for the brand. Bahrain's market is a tough cookie to crack for a new medical centre. All the existing brands are old & trusted players. And trust is crucial in Bahrain since references contribute most in influencing health care decisions. We found out that at 28%, heart disease is Bahrain's biggest killer. Another important finding was that Bahrain has a very young population who loves being online and loves taking group selfies. Majority of them had hand signs, especially - making a heart. We knew if we successfully targeted the youth, then via them, we would reach their families & their extended community. Hence, we decided to launch Aster with #sharehappyhearts - where Bahrain's youth shared hearts online to support a healthcare movement and generate a donation for heart care.